Brazil is facing a paradox. While 90% of the population believe pollution, climate change, biodiversity loss and water availability are very serious problems, and half are willing to pay more for ethical products, these good intentions don’t translate to daily spending habits.

Academics from NYU’s business school undertook a study to pinpoint how much more people are willing to pay for socially responsible products. The answer? 16%. They also found that consumers prefer products that benefit people, before the environment or animals.

People want big brands to consider the planet as well as their patrons. Chipotle is ahead in this game, with the recent release of their app-game hybrid campaign The Scarecrow demonstrating the power of emotional storytelling.

There is a disparity between consumers' good intentions regarding ethical issues and levels of consumer activism. We ask a variety of people about their retail habits and whether they are trying to do anything to be more ethical.